Marketing Plan For Philatelic Products Of CP Zhengzhou Branch

Since the 18 th National Congress of the Communist Part of China(CPC),discipline inspection and supervision organs at all levels have taken the implementation of the spirit of the eight provisions of the Central Committee and the correction of the "four winds" as an important political task,and the high-end philatelic cultural gift market has been disesteemed.The third inter ministerial joint meeting on clearing up and rectifying all kinds of trading places were implemented,and the electronic disk market of post currency card was stroked.New technology has subverted the development of the industry.However,in recent years,the Philatelic industry has almost stayed out of the business.From the original National Philatelic fever to the present market shrinkage and marginalization,it can't help worrying about the future of philatelic industry.In this context,the implementation of marketing strategy is imperative.The implementation of marketing plan for philatelic products of CP Zhengzhou branch will greatly increase the revenue of Philatelic business,expand the influence of philatelic brands,ensure the healthy development of philatelic industry,and provide reference for other provincial and municipal branches and the same industry.Based on STP framework,this paper uses questionnaire survey and online focus group interview to investigate the Zhengzhou's collection market,cross analysis of survey data and internal new stamp booking data of CP Zhengzhou branch,and determines that the target market is z-generation collection market,the brand of philately is friendly national style collection community,and the value proposition of philatelic products is high quality and same price.CP Zhengzhou branch takes social networking as its core,takes localization based online and offline social scene construction,high-quality original national style products,exploratory and personalized collection methods as the benefit combination provided by the brand for the target group.In order to deliver the brand positioning strategy to everyone in the organization and guide their language and actions,CP Zhengzhou branch constructs the brand Target disk.In the part of marketing strategy formulation which based on 7PS marketing theory,the virtual community marketing strategy model,hook model and 5A model are used throughout the marketing strategy making process of philatelic products.The strategies include: promoting the collection method of special philatelic products;jointly developing philatelic peripheral products with domestic cultural and creative brands;providing a platform for near field consumers through the integration and expansion of online and offline channels;establishing a vertical virtual community to accumulate the brand's own traffic;using the scene marketing mode to re-establish the connection with consumers and guiding the user's behavior,etc.Finally,5A model is used to control and adjust the whole marketing process,and background monitoring and community listening strategies are used to intervene the closed-loop operation of user path to the maximum extent.At the same time,it emphasizes the scheme's guarantee in personnel and fund,organization and system,information and technology,control of finance,risk and marketing effect,so as to realize the rejuvenation of China's philatelic brand and the construction of philatelic team and the leap forward promotion of CP Zhengzhou branch's profit.